Where they were/
Icon manufactured bespoke office screens, largely for office furniture manufacturers, who would rebrand the furniture and sell it as their own. Whilst this was good business, it meant that Icon were giving away their design consultancy for very little money. And having no consumer-facing brand, they couldn’t command the price they deserved for their design skills. The challenge was to build a brand that would be specified by architects and designers but still remain a great option for their existing office furniture clients.